[Beijing website production] Openness and marketing and community sharing help online marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: October 26, 2011
Openness and marketing grow together, community sharing helps online marketing
In 2011, Fan Feng, the founder and CEO of Speedway, presided over the fourth online marketing forum of "the effect of community sharing and the general trend of marketing open platform". Zhao Zhuoqiang, the deputy general manager of Jusheng Wanhe, Li Huina, the marketing director of Youyi Communication, and Tian Chuanzhao, the senior deputy general manager of Boya Cube, participated in the interaction and expressed their views. Fan Feng said that under the trend of open platform, enterprises, on the one hand, continue to adhere to the previous accurate and effective online marketing methods, and must constantly adapt to new changes, insight and learning ability. ( Beijing website production )
The following is the transcript of the interactive forum: Fan Feng: Let's welcome the forum guests: Zhao Zhuoqiang, Deputy General Manager of Jusheng Wanhe, Li Huina, Marketing Director of Youyi Interchange, and Tian Chuanzhao, Senior Vice President of Boya Cube.
In order to have a better discussion, let's invite three guests to introduce your company in three minutes.
Zhao Zhuoqiang: I'm Jusheng Wanhe Zhao Zhuoqiang. Our main job is to show that we are doing better in advertising, let everyone see the ads they like, and let every Internet media do better in advertising sales.
Li Huina: I'm Youyi Communication. We hope that no matter how diversified the marketing and media are, we can grasp the source of marketing, that is, the audience. So we have accumulated the attributes of the audience since 2007. Now there are about 300 million user databases. Our whole solution depends entirely on our database, which is a reliable marketing method.
Tian Chuanzhao: Hello, I come from Boya Cube. Advertisements can be divided into two types. The first is fire, and the other is water. It is to collect a lot of data and make decisions by data mining. We mainly focus on the latter part.
Fan Feng: Next, we turn to our discussion topic of open platform and online marketing effect. We all know that open platform seems to be very popular this year. Of course, from Apple to Facebook, no matter Sina, Baidu, Taobao, etc. have all proposed the concept of open platform. What is the status of open platform in the marketing field? Or do we have anything to do with open platforms?
Zhao Zhuoqiang: The concept of an open platform is very broad. We see many types of open platforms, such as Facebook, which I use to build a network, and what applications are there for everyone to share. For example, the e-commerce open platform, including the data we looked at on Amazon some time ago, for example, we started to do it in the first Internet bubble, and then allowed our own businesses to sell this platform. Amazon's open platform has been greatly improved, allowing the same product, whether mobile phones or cameras, to be bought by everyone, As long as you can earn profits through this platform, there are also some good open platforms in marketing, and Facebook is also a good example. You can obtain a lot of user basic data, such as the situation of men, women and friends? You can make better products with data, and there will be such a platform in China.
Fan Feng: At least not completely open.
Zhao Zhuoqiang: Yes, for example, if you see self-service platforms, including Baidu search engine, Kaixin advertising, and Tencent platform, is there any opening that is hard to say? It is not easy to define the degree of openness, because each company has different definition standards. We can see a trend. If we share good things with everyone, the long-term benefits will be better and better, and it will help the industry and industry more and more. What we have done in China is not enough.
Li Huina: In fact, President Zhao said that the open platform in marketing is not very big in China. It is indeed an open platform that Youyi made in May this year. Our 300 million database will carry out detailed classification, such as 22 industries, 23 product categories. We want to open up brands, advertising companies, etc. to achieve the most accurate advertising effect. In fact, the advertising network lines in foreign countries are very complete. There are data providers from the media terminal to the advertiser terminal. They are just pure data providers. In fact, there are no such data providers in China at present. What we do is to fill in the market vacancy. In May this year, our database was partially opened. There is an entrance on our official website, which can be divided into different types There are geographical distribution, online time distribution, and how our database comes from, all of which have open platform display. I think openness is still the future development trend. We hope that all people in this industry will join the platform to make this industry more standardized and harmonious.
Tian Chuanzhao, How to use a technology platform to do better, or more simply manage advertising. Two trends, one is We Media, and the other is the platform of calendar month to improve advertising effect.
Fan Feng: All of our bosses use the open platform. Does the trend of open platform bring more opportunities to our customers or higher marketing difficulties?
Tian Chuanzhao: It is an opportunity to affirm that people with strong technology and good acumen are both technology and art. As far as your learning ability is concerned, you can judge that some new things are cross enterprise, which is a good opportunity for you. What benefits does the technology platform bring? The first is to reduce the cost effectively. Finally, it is found that the cost of advertising is very high, because the resources are limited. But if you make good use of microblog or Renren, you will have a chance to make a difference. In the end, there will be such a company to help you, and everyone will take this step bravely with a learning attitude.
Li Huina: The open platform brings the biggest challenge to advertisers. Advertising choices are becoming more and more diversified. I don't know which media to launch, but we can't stop this media diversification. Like the more popular SNS said a few years ago, this year we are more concerned about microblogging. This development trend can't be replaced step by step. As a marketer, it is impossible to follow the media forever, Instead, marketing should focus on the root cause. If we can talk about precision marketing only after we get used to the audience's network and know what the audience likes, how the audience collects their interests and how to apply their interests is the focus of our discussion. Now we are opening up the data background, and also want more peers to explore data applications, Marketing that is ahead of media changes based on data applications.
Zhao Zhuoqiang, There is a possibility to obtain users through the Internet at a very low cost. Because the tradition is impossible, even printing a batch of small advertisements will cost a lot. No matter how much money and budget, it is possible to find the most effective users. This may be the possibility brought by the opening of the platform or marketing, and the requirements for advertisers are getting higher and higher. Your media procurement method is not the traditional procurement method, but the technical requirements are getting higher and higher, If he adapts to the trend of technology or the development mode of technology in the process, or quickly uses tools and methods, he can find the target audience at a very low cost, which is not a high requirement for advertisers.
Fan Feng: I have just heard several chief executives discuss this topic. I feel that under the trend of open platforms, enterprises, on the one hand, continue to adhere to the previous accurate and effect oriented online marketing methods, and must constantly adapt to new changes, insight and learning ability. Finally, we all emphasized the accuracy and effect of online marketing before. Is the trend of open platform more difficult or easier for the accuracy and effect of online marketing? How should we grasp industrial changes.
Tian Chuanzhao: More accurate. For example, you have a fan on your microblog who interacts with you and complains that my order has not been received for a week. The demand is very clear, indicating his order. You said that because of the heavy rain in that city, we have delivered the goods for the second time, and we expect to receive the goods tomorrow. For example, your externalities and internalities, we put marketing inside. For example, when you start marketing, promotional activities start, and things sell quickly, if there is no goods, how can they be linked to the marketing system, whether in the crowd or in the marketing system.
Fan Feng: How to measure the effect?
Tian Chuanzhao? If you can't answer, it means that your basic work is not well done, and the monitoring software is not accurate. It is the advertiser who first thought about it. In fact, the so-called open platform is based on this.
Li Huina: The reason why online advertising has developed so fast is that it is known for precision. There is no unified definition of precision marketing. Precision marketing is people to people and point to point. With the diversification of the open media platform, its marketing methods are changing rapidly, so it is a great challenge for him. But if he knows the audience's preferences, It is only necessary to understand how the audience is and what the trend is before doing marketing, and then have data analysis to make accurate plan design. Media diversification is only reflected in this part, for example, it may be done in various ways. Your advertisement must be liked by the audience so that they will not dislike it.
For example, through regional orientation and repeat customer orientation, we can accurately find the audience. Just now, how to evaluate its effect? There must be a monitoring process for my advertising or marketing methods. If the monitoring process and application data prove that my marketing methods are good, this is a chain and a complete chain of advertising marketing.
Zhao Zhuoqiang.
Fan Feng: Because of time constraints, I will mention my question here. Finally, please let the three guests say what they want to say.
Zhao Zhuoqiang: We think that the entire Internet display advertising market will change a lot in the next year or two. We will also launch better products, including our new Juxiang advertising platform and better services. We hope that more advertisers will try and use it if they want.
Li Huina: We can't change the concept of audience focus. In fact, audience insight is a relatively advanced service provided by Youyi Communication. After the development of the entire marketing plan, he first made an analysis of the target audience. Is it what you think it is, or is it different? This is a foundation, so if you have this foundation, you can make other marketing plans, such as entrepreneurship, orientation Media purchase and media selection are based on evidence. After the audience insight, we will confirm the marketing method, and finally provide a full set of monitoring services. If this chain comes down, precision marketing is still very reliable. ( High end website construction )
Tian Chuanzhao: Everyone said a lot about technology and platform. I would like to give you three words. The first is to focus on marketing. Only you know your products, and you know your users best. Technology is always to serve your products. The second is to use technology as a support, which may not be available for the time being. In the future, we can use technology platforms to solve the problem. The third is to talk with numbers. The final effect is to talk with numbers. How to get the number you want is also a question for everyone to think about. Here are three words for you. If SM encounters some problems or bottlenecks, you can talk to me privately.
Fan Feng: Do you have any problems? If there is no problem, we will finish today. Thank you!
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